How the addition of matching language on a donation page impacts conversion
Experiment ID: #199644
International Mission Board
Experiment Summary
Timeframe: 09/11/2025 - 09/16/2025
IMB has been raising support this fall for the Dealympics project. Recently, we learned about a special matching challenge available for new donors to IMB. To maximize its impact, we wanted to test using this match as an incentive—positioning it as the perfect opportunity for someone’s very first gift to IMB.
For this test, the control followed our standard copy approach, while the treatment added language about the new donor match.
*This test was only shown to Non-Donors
Research Question
We believe that the addition of the matching language for Non-Donors to the IMB will achieve an increase in donor conversion metrics because new donors will feel their impact is doubled, creating both urgency and greater perceived value for their donation.
Design
C: Control
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[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-31x50.png
[admin-width] => 31
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3.png
[full-width] => 782
[full-height] => 1252
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-372x596.png
[thumb_372-width] => 372
[thumb_372-height] => 596
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-390x625.png
[single_post_thumbnail-width] => 390
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-20x32.png
[thumb_32_32-width] => 20
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-30x48.png
[thumb_48_48-width] => 30
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-40x64.png
[thumb_64_64-width] => 40
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-80x128.png
[thumb_128_128-width] => 80
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-42x67.png
[thumb_122_67-width] => 42
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-96x153.png
[thumb_153_153-width] => 96
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-102x163.png
[thumb_130_163-width] => 102
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-111x177.png
[thumb_232_177-width] => 111
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-406x650.png
[thumb_272_325-width] => 406
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-216x346.png
[thumb_271_346-width] => 216
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-169x271.png
[thumb_271_271-width] => 169
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-107x172.png
[thumb_272_172-width] => 107
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-288x461.png
[thumb_372_461-width] => 288
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-312x500.png
[thumb_372_500-width] => 312
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-169x270.png
[thumb_385_270-width] => 169
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-151x241.png
[thumb_416_241-width] => 151
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-256x410.png
[thumb_448_410-width] => 256
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-512x820.png
[thumb_448_410_retina-width] => 512
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-239x382.png
[thumb_574_382-width] => 239
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3-247x395.png
[thumb_776_395-width] => 247
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3.png
[gform-image-choice-sm-width] => 187
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3.png
[gform-image-choice-md-width] => 250
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Matching_Language-3.png
[gform-image-choice-lg-width] => 375
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 48.9% | $112.65 | ||
| T1: | Matching Language | 35.8% | -26.8% | 97.6% | $98.11 |
This experiment has a required sample size of 109 in order to be valid. Since the experiment had a total sample size of 287, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
Ă— 26.8% decrease in conversion rate
Ă— 12.9% decrease in average gift
36.2% decrease in revenue
Key Learnings
The key learning from this experiment is that adding language about a matching challenge for new donors actually led to a decrease in transactions, including a significant decrease in one-time donations. This goes against our hypothesis that highlighting the match would increase donor conversion metrics by creating urgency and perceived value for donations. In future experimentation, we should be cautious about assuming that all incentives will lead to positive outcomes. It is important to test different strategies and incentives to see what resonates best with our audience. Additionally, we should consider the impact of potential matching challenges on different donor segments and tailor our messaging accordingly. It is also crucial to closely monitor the results of experiments to quickly identify any negative impacts and make adjustments as needed.